This event report looks at two techniques – co-creation and humour – that marketers can use to reach different age groups within the children's market. View Summary

This event report looks at two techniques – co-creation and humour – that marketers can use to reach different age groups within the children's market.

Soft drinks business Britvic identified the importance of outdoor play and risk-taking and developed an experiential campaign for 8-12 year olds based on a series of workshops where children helped design the challenge.

An older age group is defined by LOLology, the ideology of fun, and the pursuit of happiness.

But they are also assailed by doubt and expectations of debt which colour their approach to financial matters.

3

How P&G pairs size with agility to create opportunity

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Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines how Procter & Gamble, the FMCG giant, is blending scale and agility to tap the diverse possibilities now offered by the digital marketing ecosystem. View Summary

This event report outlines how Procter & Gamble, the FMCG giant, is blending scale and agility to tap the diverse possibilities now offered by the digital marketing ecosystem.

Its “digital-first” approach to building brands requires mastering a “media machine” with infinite supply, precision targeting and growing automation.

Transferring the firm’s traditional expertise in crafting big ideas and powerful creative into the new-media space could unlock a new era for its brands.

Effectively leveraging the enhanced opportunities related to creating and delivering marketing promises to enhance both effectiveness and efficiency.

Always, the feminine-hygiene product, achieved such objectives by combining a three-minute online video with a TV spot during the Super Bowl to spectacular effect.

This event report looks at ethnic minority youth in the UK as a study from Manning Gottlieb OMD highlights the fact that their numbers are growing and in several areas their behaviour differs significantly from white British youth. View Summary

This event report looks at ethnic minority youth in the UK as a study from Manning Gottlieb OMD highlights the fact that their numbers are growing and in several areas their behaviour differs significantly from white British youth.

They are, for example, more connected to their friends and families and more likely to share content - often self-produced - online.

They are early adopters of new social media platforms and are more likely than their white peers to be messaging on WhatsApp rather than still sending text messages, and they attribute more importance to designer labels and technology.

And most are proud of their background and heritage which has shaped the while also being proud of being British.

5

Harrods taps the mobile-gaming addiction

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Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers. View Summary

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers.

Mobile gaming helped the chain reach out to a new generation of younger buyers, who are generally more engaged with smartphones than TV spots and glossy print ads.

Launching 'Stiletto Wars'? - a game using a similar model to Candy Crush Saga - to coincide with the unveiling of its new Shoe Heaven department let Harrods engage a more youthful audience, secure widespread PR coverage, drive social media traffic and beat sales targets.

Another game introduced in the run up to Christmas in 2014 proved less successful, but offered valuable lessons about the role of marketing support and what fuels digital virality.

This article proposes nine methods marketers can use to grab the attention of young people, who are harder to interest as they are used to multitasking and are easily distracted - partly due to patterns of technology use. View Summary

This article proposes nine methods marketers can use to grab the attention of young people, who are harder to interest as they are used to multitasking and are easily distracted - partly due to patterns of technology use.

Doing something new that people haven't seen before is one way to grab attention, as will tapping into the zeitgeist.

Brands should make sure their marketing fits the context, is easy to navigate and is planned for the 'ringleaders'.

In low-interest categories, it can be helpful to find an association with something people are passionate about.

Other ways to reach this younger audience include making it personal, learning from their use of new platforms and giving them a chance to express themselves.

This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences. View Summary

This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences.

While most brands are targeting younger shoppers and customers from various ethnic backgrounds, the real sweet spot could come from leveraging the points of overlap between these groups.

A three-point "recipe" for starting on this journey incorporates purpose-driven branding, using compelling insights to inform interesting messaging and ensuring these audiences are fully represented inside companies.

Pillsbury, Cheerios and Betty Crocker are all examples of brands that have successfully engaged new demographics by examining their marketing strategies with such priorities in mind.

8

Trends Snapshot: eSports – A new type of sponsorship opportunity

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Stephen Whiteside, Warc Trends, January 2015

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands. View Summary

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.

A growing number of people (mostly young men) stream gaming competition content through online platforms, and a large 'hardcore' also attend live events.

This is a high engagement activity, with an average online viewing session lasting 2.2 hours around 19 times a month.

Brands that have started to take advantage of this opportunity include Coca-Cola, which has affiliated with a championship; Red Bull, which has created its own event; and American Express, which has offered in-game rewards for using its product.

It is now reaching a tipping point, where audience sizes will move eSports into the mainstream and enhance the opportunity for brands.

9

Spices, seasoning and statistics: How McCormick is tapping big data

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Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report shows how McCormick – which manufacturers a diverse range of spices, herbs and seasonings – is using various forms of data to enhance its understanding of consumers. View Summary

This event report shows how McCormick – which manufacturers a diverse range of spices, herbs and seasonings – is using various forms of data to enhance its understanding of consumers.

Drawing on insights gleaned from McCormick.com and Google search data has proved one powerful source of inspiration in this area.

Its annual Flavour Forecast – a future-focused publication looking at likely food trends for the coming two or three years – allows the firm to stay ahead of coming spikes in demand.

Fusing various streams of data has allowed McCormick to gain deeper knowledge of its customer base and of the specific drivers that can fuel sales.

10

Loyalty and Millennials

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Rachel Barek, Admap, January 2015, pp. 36-37

This article argues that to win the loyalty of millennial consumers, brands should deliver exceptional products and services that are relevant, personalised and adaptable. View Summary

This article argues that to win the loyalty of millennial consumers, brands should deliver exceptional products and services that are relevant, personalised and adaptable.

Millennials are much more independently minded than older generations when it comes to brands: they are more prepared to switch, and are constantly seeking better and simpler services.

Increased competition - a result of technological advances and the speed of innovation - makes the product experience the greatest brand differentiator.

Companies with supposedly captive audiences that don't focus on delivering good service are vulnerable to category disruption as millennials are loyal only to those brands that make their lives better.

11

The shopper of the future: How today's young shoppers see tomorrow's shopping experience

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GfK, December 2014

This article highlights the key findings into what young people around the world expect from stores, the online shopping experience and how they expect to be shopping in the future. View Summary

This article highlights the key findings into what young people around the world expect from stores, the online shopping experience and how they expect to be shopping in the future.

Physical stores will remain relevant but retailers will need to focus on how they differentiate their offer.

Young shoppers expect to be able to choose where they shop and the omnichannel experience to be seamless, so retailers must look at 'webrooming' (researching online to buy in-store), delivery costs and online security.

In the future, shoppers of all ages hope for greater choice, easier returns and improved delivery services, while younger shoppers are also interested in innovative technologies and product customisation.

12

PepsiCo’s shopper strategy looks beyond millennials

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Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report discusses why PepsiCo, the food and beverage group, is avoiding the temptation of solely focusing on millennials. View Summary

This event report discusses why PepsiCo, the food and beverage group, is avoiding the temptation of solely focusing on millennials.

Despite the attractiveness of this demographic, it cannot drive growth for every single product on the shelf. While many PepsiCo brands, like Doritos, Gatorade and Mountain Dew, have long focused on younger consumers, offering like Tropicana and Quaker Oats skew slightly older.

The preferences of certain age-groups frequently correspond with other key customer metrics, meaning millennials and high-income shoppers have a lot in common, as do Boomers and low-income shoppers.

Digging deep into these attitudes and behaviours of these consumers has allowed PepsiCo to distinguish different day parts, missions and "macro spaces".

13

Consumers in 2015: Millennials take centre-stage

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explains why Millennials - people aged around 18-34 years old - should be marketers' chief concern. View Summary

This article, taken from the Warc Toolkit 2015, explains why Millennials - people aged around 18-34 years old - should be marketers' chief concern.

As Millennials age their spending power is increasing, therefore brands wishing to grow should pay attention to millennial attitudes.

This group has very different media consumption partners to older generations, and the habits of this first 'media native' generation offer useful pointers to future behaviours of subsequent generations.

TV and digital are working together in new ways, and amongst Millennials TV often drives engagement, with digital providing reach and frequency.

Millennials also know - and care - more about the companies providing products and services than any previous generation, making 'brand purpose' more than just a fad.

This event report focuses on efforts by Macy's, the department-store chain, to reflect the changing face – and shape – of female consumers in America. View Summary

This event report focuses on efforts by Macy's, the department-store chain, to reflect the changing face – and shape – of female consumers in America.

Traditionally, the category convention has involved using thin, blonde, blue-eyed models, but this is not reflective of the US customer base today.

As such, Macy's is seeking to mirror the fuller figure that is now much admired among both multicultural and millennial audiences alike.

One example of how the firm is adapting its approach comes with the introduction of a product line from Thalía Sodi, the Mexican telenovela and recording star, who represents a very different kind of brand ambassador from the norm.

16

Hyundai's pursuit of Millennials

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Dan Tighe, Admap, December 2014, pp. 14-16

This article explains how Hyundai, the car manufacturer, used zombie related marketing to appeal to millennials in the US. View Summary

This article explains how Hyundai, the car manufacturer, used zombie related marketing to appeal to millennials in the US.

Hyundai scored badly in the millennial market with trackers finding the brand lagged behind the general market with 20-35 year olds.

Instead of a broad marketing campaign - distrusted by the target group - Hyundai decided to focus on a single group: zombie fans.

A tie up with popular TV show 'The Walking Dead' featured Hyundai cars on the show and included a design competition to transform a Hyundai into the ultimate zombie defence vehicle.

This helped the brand to reach a new set of fans, building its millennial online fan base, and increased brand favourability and purchase intent.

Suman Srivastava, Warc Exclusive, New perspectives on Indian youth, December 2014

This article shows how India's youth is reacting to the changes they are experiencing in every aspect of their lives. View Summary

This article shows how India's youth is reacting to the changes they are experiencing in every aspect of their lives.

While many young people embrace these it is by no means the case that all do, with a 60:40 split in favour of those welcoming change (Harry) and those preferring the status quo (Harish).

The change seekers like to experiment with new, international brands but don't have any brand loyalty and can be swayed by a good deal.

The author suggests that brands need to evolve from chasing such fickle customers to attract the change averse but more loyal Harish.

18

From spectator to participant: The media metamorphosis of India's youth

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Averill Sequeira, Warc Exclusive, New perspectives on Indian youth, December 2014

This article considers the media consumption habits of contemporary Indian youth and notes three particular developments of recent years. View Summary

This article considers the media consumption habits of contemporary Indian youth and notes three particular developments of recent years.

Young Indians have moved from being passive observers of TV content to active seekers of digital content and combining the two in multi-screening behaviour.

They are increasingly selective in what they consume and use these choices to craft an image for themselves via social media.

Brands have also had to respond to those creating content for themselves and sharing it with others.

19

Young India: 10 trends to watch

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Madhukar Sabnavis , Warc Exclusive, New perspectives on Indian youth, December 2014

This article highlights how Indian youth have grown up at the same time as the country itself: following economic liberalisation in 1991, India was "reborn" and as both approach their mid-twenties, new trends are emerging for marketers to take note of. View Summary

This article highlights how Indian youth have grown up at the same time as the country itself: following economic liberalisation in 1991, India was "reborn" and as both approach their mid-twenties, new trends are emerging for marketers to take note of.

Short cuts to success are now eschewed in favour of perseverance, while job satisfaction now matters more than salary and title.

Young Indians are also more socially sensitive and keen to strike a balance between tradition and modernity and achieve greater equality between the sexes.

But competition at work and a lack of time mean that, despite their online connections, many feel lonely.

20

Young Indians and their new digital reality

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Sandhya Srinivasan, Warc Exclusive, New perspectives on Indian youth, December 2014

This article looks at some of the ways in which Indian youth is embracing digital technology, from the political level to the personal. View Summary

This article looks at some of the ways in which Indian youth is embracing digital technology, from the political level to the personal.

Prime Minister Narendra Modi courted their votes in the 2014 election via Twitter and subsequently invited them to participate, through an online initiative, in the governance process.

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers. View Summary

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers.

Having registered a record decline in subscriber numbers in 2012, the company realised a change in strategy was essential.

The telecoms industry left it considerable scope for change, given few of its members were perceived as putting customers first.

As such, T-Mobile began a process of transformative change, including scrapping contracts and roaming fees, providing free music streaming on mobile phones, and allowing customers to upgrade twice a year.

Focusing on the drivers of consumer choice, rather than their stated wants and needs, has assisted this process.

As a result, the firm has become the fastest-growing in the category in terms of actual news user numbers.